颜读（29）《供应链渠道模式选择与运营决策》多产品销售渠道模式

摘要：Today, the editor will introduce Chapter 3: Selection of multi-product sales channel models for platform supply chains (1) to Chan

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“颜读（29）：精读博士论文《选择增值服务下平台供应链渠道模式选择与运营决策》第3章平台供应链多产品销售渠道模式选择（1）”

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"Yan Du (29): Intensive Reading: the Doctoral Dissertation Channel Mode Selection and Operational Decision-Making in platform Supply Chains under the Selection of Value-Added Services Chapter 3: Selection of multi-product sales channel models for platform supply chains (1)"

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今天小编将从思维导图、精读内容、知识补充三个板块为大家带来《选择增值服务下平台供应链渠道模式选择与运营决策》第3章平台供应链多产品销售渠道模式选择（1）的介绍。

Today, the editor will introduce Chapter 3: Selection of multi-product sales channel models for platform supply chains (1) to Channel Mode Selection and Operational Decision-Making in Platform Supply Chains under the Option of Value-Added Services from three sections: mind mapping, in-depth content reading, and supplementary knowledge.

一、思维导图（Mind Mapping）

二、精读内容（Conduct in-depth reading of the material）

（1）引言（Introduction）

1.行业背景（Industry background）

随着顾客需求的多样化和个性化、以及市场竞争的激烈化，一些品牌供应商会生产并在线上市场销售多种类型或系列的产品。品牌供应商在电商平台上，在寄售模式和转售模式共存的情况下，如何根据产品的内生特性选择对应的销售模式是本章一个值得研究的问题。在选择产品的销售渠道模式时，供应商和电商平台都有一定的话语权且一般按照各自利润最大的原则进行产品渠道模式选择，不可避免地会产生分歧甚至冲突。本章的研究目的是为有效甄别和缓解这种冲突提供一种可行方案。

With the increasing diversification and personalization of customer demands, as well as the intensification of market competition, some brand suppliers have started to produce and sell a variety of product types or series in online markets. Given the coexistence of consignment and resale models on e-commerce platforms, how brand suppliers can select the appropriate sales model based on the inherent characteristics of their products is a noteworthy research question in this chapter. When choosing a sales channel model for products, both suppliers and e-commerce platforms hold certain decision-making power and generally select channel models based on the principle of maximizing their respective profits. This inevitably leads to disagreements or even conflicts. The research objective of this chapter is to provide a feasible solution for effectively identifying and mitigating such conflicts.

2．研究问题（Research questions）

①针对不同产品和渠道模式，供应商和电商平台应当如何制定定价决策？②产品内生特性如何影响供应商和电商平台的最优渠道模式选择？③供应商和电商平台在产品渠道模式选择上是否会存在冲突？如果有，如何缓解？

① How should suppliers and e-commerce platforms formulate pricing decisions for different products and channel models? ② How do the inherent characteristics of products influence the optimal channel model selection by suppliers and e-commerce platforms? ③ Will there be conflicts between suppliers and e-commerce platforms regarding the choice of product channel models? If so, how can they be alleviated?

（2）模型构建（Model construction）

首先总结了本章使用的参数和符号。本章构建了由一个供应商（S）和一个电商平台（P）组成的两阶段供应链，本章首先将供应商和电商平台分别作为平台供应链中Stackelberg博弈的领导者和追随者。供应商的产品和销售渠道模式有以下几种组合：情景RR（两种产品都是采用转售模式，产品的所有权归电商平台所有，电商平台相当于零售商）、情景AA（两种产品都采用寄售模式，电商平台仅提供一个在线市场）、情景RA（产品A为转售模式，产品B为寄售模式，产品A和产品B的所有权分属电商平台和供应商）。

Firstly, a summary is provided for the parameters and symbols utilized in this chapter. This chapter constructs a two-stage supply chain consisting of a supplier (S) and an e-commerce platform (P). Initially, the supplier and the e-commerce platform are designated as the leader and the follower, respectively, in a Stackelberg game within the platform supply chain. The supplier's product and sales channel models encompass the following combinations: Scenario RR (both products are sold under the resale model, with product ownership held by the e-commerce platform, which acts as a retailer), Scenario AA (both products are sold under the consignment model, with the e-commerce platform merely providing an online marketplace), and Scenario RA (Product A is sold under the resale model while Product B is sold under the consignment model, with product ownership for Product A and Product B belonging to the e-commerce platform and the supplier, respectively).

（3）三种典型场景（Three typical scenarios）

在情景RR、情景AA、情景RA，对应得到供应商和电商平台的利润函数，运用逆向归纳法，依次求解电商平台和零售商的一阶条件可以得到其均衡价格、需求和利润。然后分析主要参数对供应链成员利润的影响关系。最后重点分析佣金在情景RA和AA下对供应商以及电商平台的利润影响，推论表明当电商平台设置的佣金较高时，供应商的利润始终降低；提高佣金并不会一直增加电商平台的利润，即存在一个阈值，在该阈值内升高佣金电商平台有利可图；超过了该阈值，升高佣金则也会降低电商平台的利润。

In Scenario RR, Scenario AA, and Scenario RA, we derive the profit functions for both the supplier and the e-commerce platform. By applying backward induction, we sequentially solve the first-order conditions for the e-commerce platform and the retailer (or supplier, depending on context) to determine their equilibrium prices, demands, and profits. Subsequently, we analyze how key parameters influence the profits of supply chain members. Finally, our focus shifts to examining the impact of commission rates on supplier and e-commerce platform profits under Scenarios RA and AA. Our findings indicate that when the e-commerce platform sets a higher commission rate, the supplier's profit consistently declines. Moreover, increasing the commission rate does not indefinitely boost the e-commerce platform's profit; instead, there exists a threshold value. Within this threshold, raising the commission rate is profitable for the platform, but beyond it, further increases will also reduce the platform's profit.

三、知识补充（Supplementary knowledge）

产品内生特性由市场主体的策略性决策所决定的产品特征，会随着企业的研发、营销、平台增值服务等调整而变化。外生特性由外部给定，不随企业或市场主体决策变化，比如市场规模、原材料价格、消费者偏好常数等。产品内生特性不是固定的，而是通过制造商、平台或供应链参与方的投入与选择形成的。在供应链与平台渠道模式研究中，产品的内生特性通常包括：产品质量、服务水平、绿色属性、创新特性、信息透明度。

Product endogenous characteristics refer to those product features determined by the strategic decisions of market participants, which can evolve with adjustments in corporate R&D, marketing, platform value-added services, and other factors. In contrast, exogenous characteristics are externally predetermined and remain unaffected by decisions made by firms or market entities, such as market size, raw material prices, and constant consumer preference parameters. Endogenous characteristics of products are not fixed; instead, they are shaped through the investments and choices made by manufacturers, platforms, or supply chain participants. In research on supply chain and platform channel models, typical endogenous characteristics of products include: product quality, service level, green attributes, innovative features, and information transparency.

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翻译：文心一言

参考资料：ChatGPT